PRESS RELEASE: AMITA NAITHANI UNVEILS NEW BEACHWEAR COLLECTION

FOR IMMEDIATE RELEASE

Cover-Up Revealed in NYC’s Fashion District

Amita Naithani Unveils New Beachwear Collection Featuring the Swimsuit Cover-up

Eponymous Label Launches Next Week

at the 2015 International Swim Show in Miami Beach

NEW YORK (July 11, 2014) – After a successful pre-launch in the U.S. with Lord & Taylorfashion entrepreneur Amita Naithanilaunches her eponymous line of embellished cover-ups and beachwear, including swimsuits, next week in Miami Beach.

India-born and bred Naithani has spent two decades in fashion design, private label development, manufacturing and exporting, most recently producing cover-ups and beachwear for top fashion labels such as Michael KorsCarmen Marc Valvo and Vince Camuto. In her homeland, Naithani works closely with a cadre of gifted craftsmen and textile experts to develop exclusive colors, fabrics and embellishments. She is particularly devoted to India’s ancient processes for textiles – the hand embroidery and crochet, and hand-tie dyes – and has incorporated these artful techniques into her contemporary designs.

Having found her design niche, Amita Naithani is ready to launch her own fashion label. After a promising soft opening earlier this year with upscale retailer Lord & Taylor, Naithani will now present her line of artisan-inspired cover-ups and coordinating swimsuits to the U.S. market, starting with the International Swim Showin Miami Beach July 19 – 22, 2014. (Booth # 157/258.)

The Amita Naithani collection for 2015 includes feminine tunics, blousons, pants, caftans and dresses in silks and chiffons, linens and cottons, both solids and prints, some hand-dyed in rich hues, and most exquisitely embellished with embroidery, lace or beads. Instead of the usual way around, swimsuits are the matching accessory. The collection has primarily bikinis and two-pieces but also maillots. Wholesale prices range from $38 to $68, with the average suggested retail price for a tunic at $86, a dress at $104, and $94 for a swimsuit. As a promotional gift-with-purchase, Naithani has created a beaded smart phone holder so customers can elegantly handle personal and business matters while on holiday.

A sophisticated world traveler, Naithani knows what women want, and consequently has created the concept of “Day-to-Dinner” within her collection – coordinated wardrobe pieces that take a woman from the beach or pool to a glamorous evening out. “Beauty and harmony is what I want for my customers,” says Naithani. “My background, sensibilities and experience have led me to this moment – the launch of my own fashion label. I couldn’t be more grateful.”

The Amita Naithani showroom is located at 260 West 39th Street, Suite 200, New York, New York 10018. Telephone number is 212 221-8111. Additional information at http://www.AmitaNaithani.com